Thursday, June 09, 2016

Micromax foray into Air Conditioning segment, Launches new range of Air Conditioners

 Micromax today foray into a new category - Air Conditioning.  launched its new range of Air Conditioners comprising of three split ACs and one window AC in the first phase, engineered to deliver exceptional cooling, increased efficiency and lower operating & maintenance costs.

Staying true to its make in India commitment, the company also announced that these air conditioners will be completely manufactured at its facility in Uttarakhand. The launch of the AC range would be supported by a clutter breaking 360 degree marketing campaign across print, online and TV targeted at young professionals, first time jobbers & entrepreneurs. Micromax has also set up dedicated service centres for the new product segment to provide its customers with the best product and service experience.

Developed especially for the diverse Indian weather, Micromax Air Conditioners comes with ECCO Blu Technology, a one of a kind technology that protects the condenser coil from humidity and moisture as well as prolongs the life of the condenser by up to three times. The ACs are armed with advanced features like turbo cooling which ensures desired temperatures are reached at high speed to cool down spaces within minutes.

Commenting on the launch, Mr. Rajesh Agarwal, Co-founder, Micromax Informatics Ltd. said, “Micromax is evolving itself to be a leading consumer electronics brand in the next 2-3 years. The decision to foray in to newer categories is solely basis our strong positioning in the Indian market and the understanding of consumer demand and need. We have already established ourselves in the LED TV segment over the last two years and next 12 months will take us closer to establishing ourselves as a serious player in the AC segment as well as in the Consumer Electronics industry. With our range of products developed especially for Indian conditions, we aim to penetrate the market with a complete range of air conditioners that can improve the quality of life of consumers across the country.”

He further added, “At Micromax, we are focused on helping businesses and our customers with cost effective and energy efficient products. With our new range, we are looking at capturing a market share of 5% by the next calendar year. As we further expand with the aim to be a complete consumer electronics brand, we will continue to evolve our technology to offer the best products, services and connected experiences to our customers.”

Micromax’s inaugural range of Air Conditioners feature ECCO Blu Technology which protects the condenser coil from humidity and moisture. This is achieved by using a Blue Fin Condenser, which is pre-coated with anti-corrosive materials. This prolongs the life of the condenser by up to three times. The new range of Micromax Air Conditioners features high cooling capacity which enables faster cooling and a hydrophilic condenser and evaporator which protects against humidity and moisture, increases the lifespan of the condenser and durability in locations with high humidity and salt water. The turbo cooling feature ensures that the Air Conditioner reaches desired temperatures at high speed and cools down spaces within minutes, unlike conventional Air Conditioners where the cooling process takes longer. Micromax Air Conditioners come with a long reach airflow (up to 30 meters) that chills every corner of the room quickly. This conserves energy, and gives you the comfort of home. The Air Conditioners feature a high cooling capacity which extract maximum heat in an hour.

Volatile Organic Compounds (VOC) filter present in the Air Conditioner is capable of removing a broad range of VOC's, chemicals and vapours with a specialised blend of oxidizing agents which protects against damage to the liver, kidneys and central nervous system. The Vitamin C filter fills the air with Vitamin C which softens the skin and reduces stress and has therapeutic benefits and the Catechin filter freshens up room air quality preventing the spread of bacteria and viruses in the room. The dehumidification feature removes excess moisture from the room which ensures refreshing air quality and also kills bacteria present in the air. The Auto Cleaning feature eliminates odour and also prevents growth of harmful micro-organisms by drying the heat exchanger. This, in turn, prolongs the life of the AC.

Key Features:

High Cooling Capacity
ECCO Blu Technology
 Turbo Cool Mode
 Auto Restart
Low Noise
 Filter Clean Indicator
100% Copper for Condenser & Evaporator
Hydrophilic Condenser
Parallel Flow Condenser
 Silver Ion Filter
Vitamin C Filter
High Energy Efficient
 Environmental Friendly
 Installation Kit

Available in capacity of 1.5 and 2 Tonne models, Micromax air conditioners come in two variants- window room air conditioners and split air conditioners and are compliant with BEE Star rating and are available at offline retail stores priced between Rs. 20000-30000. Micromax offers a 5 year comprehensive warranty on compressors & functional parts of Split ACs

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